2009: The Year Of Engagement

2009: The Year of Engagement

Andy StegglesCIO, [email protected]

Connecting Great Ideas and Great People

Engaging in a big, big world Currently there are 118.2 million blogs and growing

Public social media websites such as Facebook add on average

250,000 new users each day

Across the world, activity in "member communities" accounts for one in every 11 minutes spent online.

Unique visitors to Twitter increased 1,382% in one year, from 475,000 unique visitors in February 2008 to 7 million in February 2009

Agenda Social Web 101 – Public vs. Private – Benefits of Private Member Demographics as part of your social strategy Profile “Completeness” Chapter/Component Social Strategy Quest for more data: Need updated profiles – good for everyone –

demographics are key Viral Engagement Personal Professional URLs Definition of Engagement

Engagement Generator Tool Engagement Points Example website which utilizes social media

Housekeeping Items

• Switch on your blackberries and cell phones• Use your computers• Talk to each other

• Session specific Tag: #asae09 LS1

• Annual Meeting Hub at http://asae09.org

= Presentation 2.0

Social Web 101

What is the social web? Social Media Social Networking

Public vs. Private – Pros and Cons

Demographics

Editing a Demographic Item

Profile “Completeness” Member Demographics as part of your

social strategy

Profile “Completeness” what elements should it consider? Weighting? Reporting Include Your Components

Completeness Reports Total Average Completeness of

Communities (Chapters, Committees etc.)

Members vs. Non-Members

Ranking of Chapters

Create a Competition

Chapter AwardsProgram

Chapter/Component Social Strategy

Centralize Single Source Social Network Give them measuring tools – overall community

engagement Meetings

Speaker Profiles Centralized Meeting Data Member/Non-Member Rates

Viral Engagement

In-person Word of Mouth Online Word of Mouth (refer a friend) Viral Applications

Member get a Member Mentoring Refer a Friend Tell them

Member-Get-A-Member/Mentoring

Member-Get-A-Member

Step 1:

Member-Get-A-Member

Step 2: Pay it Forward!

Mentor-Me-Mentor-You

Mentor-Me-Mentor-You

Step 2: Pay it Forward!

Mentor-Me-Mentor-You Step 3: Matching Summary

Mentor-Me-Mentor-You Step 4: CONNECT…

Pay It Forward

What else could Pay It Forward? Everything…

(Personal) Professional URLs

Motivate members to include in their email signature

Trackable Demographics Facilitated World of Mouth

Definition of Engagement is ChangingNo longer limited to the traditional offline world

Chapters Volunteer Role Attendance

Events Annual Conference Workshops

Committees Position Length Served

Bylaw Voting Survey Participant

Return on EngagementReturn on Engagement or how members, constituents and donors respond to various initiatives, through retention, donations and active participation.

What triggers emotion within a target audience to ultimately causeengagement?

Is ROI an accurate measurement? Social vs. Media

Media = impressions, response rates, website visits Social = quality and depth of relationships

Need to see concrete results

RIMS Engagement Strategy

Identify Goals Find your Creators Challenge your Creators Thank and Reward

Engagement Strategy: Identify Goals

What do you want to achieve? Does it align with your mission etc.

Advocacy Increase Retention Improve Member Satisfaction More?

Engagement Strategy: Find Your Creators: EngagementOmiterEngagement Category

Probability (Weighting)

2009 Magazine Author 10

Failed Magazine Author 30

Speaker 15

Exhibitor 40

Chapter Officer 16

Committee member 20

Donor 25

Non-Member 100

2006 Abstract Submitter 38

Member 50

Engagement Strategy: Import Activity

ID Name Activity Category Weighting

20034 Andy Steggles 2009 Magazine Author

10

43433 Valerie Cammiso

2006 Abstract Submission

38

34533 Mark Jones Chapter Officer 16

10020 Suzanne Tanguay

Non-Member 100

34453 Meg McGeady Failed Magazine Author

30

20034 Andy Steggles Speaker 15

20034 Andy Steggles Donor 25

43433 Valerie Cammiso

Chapter Officer 16

Challenge Your Creators (strategically)

Don’t just send them all a blast email Flag each individual with their highest

engagement type If someone has submitted an abstract submission but is

also an author of a magazine article, flag them as “Magazine Publisher”

Put into manageable groups (50 per time) and schedule the blast emails to them

Ensure emails are personalized based on their engagement type

Thank and Reward

What happens after someone has posted their first blog? (usually, very little)

Set expectations and encourage them to continue to “build their brand”

Show them recognition and others being recognized Feature Bloggers in Printed Periodical Digital Ribbons/Printed Ribbons Professional Profile Brand Awareness Home Page Recognition

Recognition: Phi Sigma Sigma

Digital Ribbons

Community Ribbons (Chapters etc.) Individual Recognition (award

winners) Engagement Recognition Activity Based Recognition

Ribbon Management – How does it work?

Community Ribbons

Ribbon Selector

Ribbon Creation

Engagement Points What are they? How do they work? Is Contributor vs. Non-Contributor What do points make?

Social Networking = Member Engagement = Improved Member Retention

Popularity Redefined

Wiki Glossary Measuring edits and number of

character differences for updates

Content Management Posting new content or editing a page

which is a wiki

Directory 2.0 Add friend, create a group, viewing

profiles etc

Resource Library Adding files to share, downloading and

rating

Blogs: Created a blog Rated a blog Commented on a blog Rated a comment on a blog Shared blog Emailed to a friend eGroups:   Posted Replied to Sender Replied to eGroup Viewed Forwarded to a friend

The Tangible Metrics Rumored Google Number

Example of Point ValuesBlog Engagement Activities

Activity Point Value Activity Point Value

Read 1 Add Author as Friend/Contact 2

Create 7 Print 1

Rate 2 Subscribe to RSS Feed 2

Comment 4 Trackback 1

Rate a Comment 1 *Forward to a friend 5

Add Related Link 2 Add to Favorites 2

Rate Related Link 1

*Notice how the “Forward to a friend” activity has been assigned a unusually high point value. This is because it has been recognized that each instance of this activity might generate a new prospect (since the email address of the person it is being forwarded to is being recorded).

Home eGroups Blogs Directory Wiki Resource Library

Engagement Point Center

Engagement Activity Current Point Value

New Point Value

Read 1

Create 7

Rate 2

Reply to Sender 4

Reply to Discussion Group

2 3

Add Related Link 2

Rate Related Link 1

Add Author as Friend 2

Print 1

Subscribe to RSS Feed 2

View Thread 1

The Numbers

The Engagement Aggregates

Mid-sized organization with 5000 individual membersTotal Points Generated 77,620Average Points Per Member: 15.52Most Valuable Member: Mike Stevens, 343 PointsTotal Blogs Created: 87Total eGroup Postings Submitted: 700Total Wiki Glossary Edits: 250Total Files Shared: 160

Example: http://test.nysaenet.org

Social/Viral Applications Business Sheep Throwing What type of apps are viable viral apps?

Mentoring Applications Salary Surveys Industry Benchmark SurveysNote: mostly research related

Public vs. Private Platform Apps Public – Get-A-Member (no accountability) Private – Industry Benchmarks, Award

Nominations, Competitions (accountability)  

Sample Business Social/Viral Apphttp://apps.facebook.com/areyoupaidenough/

Refer a Friendhttp://apps.facebook.com/areyoupaidenough/

View Benchmark Results (real time)http://apps.facebook.com/areyoupaidenough/

Contact Information:

Andy StegglesCIO, RIMSWebsites: www.RIMS.org

Andy StegglesChief Operating OfficerHigher Logic, LLCTel: [email protected]

Connecting Great Ideas and Great People

Bonus Slides

Viral/Social Applications

on Private Platfor

m

RIMS Case Study

Source : Forrester Research/Groundswell

Creators: Publish Blog, Upload Own Video/Audio

Critics: Post Ratings/Reviews of products; comments on other’s blogs

Collectors: Use RSS Feeds, Voting on sites like Digg

Joiners: Maintain Profile on social networking site

Spectators: Read Blogs, Watch Video/Audio from other users

Inactives: Do not create or consumer any social media

RIMS –The Results

Note: The average age of a RIMS member is currently 49 years.

Creators

Critics Collectors Joiners Spectators Inactives

RIMS 10.7% 22.9% 10.7% 23.0% 73% 23.5%

MA Med 13.0% 21.6% 14.9% 20.6% 73.9% 22.1%

USAAverage

19.0% 25.0% 12.0% 25.0% 48% 44.0%

USAAge 45-

54

11.0% 19.0% 8.0% 12.0% 45.0% 50

Finding: Need to incentivize the creators

Exit Strategy Who blogs for your association?

Person or Org? What happens when the person leaves?

Who owns the brand? Is it transferrable?

Ideal Solution is to have a person write the blog under a corporate brand Example: “Risk vs. Reward” by Andy Steggles… but when Andy

leaves, it is still “Risk vs. Reward” but by Mark Smith

Engagement Central

Social Networking is powerful, but need to measure and reward

Tie in measurements to mission and vision statement

Ability to assign point values for activities